Marketing Communication Through Brand Storytelling of The Communitique Products in Phayao Province
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Abstract
This study constitutes a research and development method (R&D) aiming at refining marketing communication strategies through the product storytelling of communitique products in Phayao Province. The research instruments comprised the interviews on marketing communication preferences through the product storytelling related to community identity, as well as focus group discussions to exchange information and insights regarding communitique products and conveyed identity through storytelling. By using a specific purposive sampling method, the sample group involved 20 community product entrepreneurs. Content analysis for qualitative data was employed. The findings revealed that (1) the entrepreneurs aspired to possess their own product brand, name their products through storytelling, and desire contemporary publicity reaching diverse consumers; (2) critical components of the communitique product storytelling in Phayao Province necessitated having a product brand, narrative communication, product promotion, and preferred marketing communication channels; (3) the prototype marketing communication strategy through the storytelling of communitique products in Phayao Province comprised five steps: brainstorming to identify strengths, weaknesses, opportunities, and threats; identifying communication strategies for marketing; integrating various crucial components of communitique products through storytelling; training community entrepreneurs in product presentation channels; and evaluating and adjusting the strategy outcomes. The prototype marketing communication prototype through storytelling of communitique identity developed herein can be utilized to promote the communitique products in Phayao Province, emphasizing product quality, distinctiveness, and the use of various media to craft compelling narratives.
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